15 halal standards are meticulously followed , extending even to the cleaning of cutlery and crockery .
September-October . 2024 | @ Halal
Feature
15 halal standards are meticulously followed , extending even to the cleaning of cutlery and crockery .
“ We are proud of our Halal Sertu Cleansing Machine , which ensures that non-halal products do not contaminate crockery and cutlery ,” Ibrahim pointed out , adding that this level of attention to detail sets Brahim ’ s apart as a halal producer .
Brahim ’ s has established itself as a trusted partner for some of the world ’ s top international airlines , including British Airways . The company ’ s collaboration with LSG Sky Chefs to certify 21 kitchens globally is a testament to its expertise and commitment to halal food preparation .
Each kitchen operates under strict guidelines , ensuring that all meals maintain the integrity that Brahim ’ s is known for .
INTERNATIONAL MARKETS
Expanding into international markets has not been without challenges . Brahim ’ s has faced stringent compliance requirements in countries like Australia and Japan . However , through strategic partnerships and the adoption of advanced technologies , the company has overcome these hurdles .
In Japan , Brahim ’ s has established a successful presence , including a joint venture that led to the creation of a state-of-the-art factory .
The company also operates a popular halal restaurant in Shibuya , Tokyo , called Malay Asian Cuisine , which serves authentic Malay dishes , further promoting Malaysian culture abroad . Currently , they are running three restaurants .
Brahim ’ s has made significant inroads into the Japanese market , where the demand for halal products is growing .
The company organised Japan ’ s first halal conference , collaborating with authorities such as JAKIM ( Department of Islamic Development Malaysia ), HDC ( Halal Development Corporation ), and IIU ( Institute of Islamic Understanding ) to ensure a comprehensive understanding of halal practices .
The response has been overwhelmingly positive , with Malay Asian Cuisine restaurants gaining popularity and the company partnering with MUJI to produce OEM halal products .
Despite its success in established markets , Brahim ’ s remains focused on maximising its efforts in the still-underdeveloped halal market , which currently accounts for only 30 per cent of actual production capacity . This presents a significant growth opportunity for the company .
By promoting its products as Malaysian cuisine rather than emphasising the halal aspect , Brahim ’ s has successfully penetrated markets where the halal label might be less familiar or even a deterrent .
FUTURE OF HALAL RTE MARKET
The global halal market , valued at US $ 2.3 trillion , presents a significant growth opportunity for Brahim ’ s . The company is
“ We are proud of our Halal Sertu Cleansing Machine , which ensures that non-halal products do not contaminate crockery and cutlery .”
– Dato ’ Seri Ibrahim Ahmad
committed to capturing a larger share of this market through continuous innovation by expanding its factory capacity and forming joint ventures in both Muslim and non- Muslim countries .
“ We are actively promoting our airline food and packaged food , and there is a growing demand for halal options as the global Muslim population continues to rise ,” added Ibrahim .
Looking ahead , Brahim ’ s has several exciting projects in the pipeline . The company is involved in catering for the Saudi Haramain High-Speed Train Service , luxury locomotive journeys , offshore catering , and a collaboration with a Japanese hotel chain to establish halal restaurants .
Ibrahim envisions sustained growth for Brahim ’ s in the halal food market . “ There will always be a global demand for halal food , and so far , this market has been largely underserved .
“ We plan to sustain growth and remain a leader in this sector by being both creative and innovative , identifying specific needs , and maintaining our high reputation as a producer of halal meals and services .”
PROMOTING MALAYSIAN CUISINE
Beyond its commercial success , Brahim ’ s is also a cultural ambassador , promoting Malaysian cuisine on the global stage .
The company ’ s efforts have been recognised with numerous awards , including the prestigious ‘ Taste of Malaysia ’ award and the ‘ Malaysia Tourism Award Industry Night 2024 ’ for the Best International Promotion of Malaysian Cuisine .
By providing traditional food for international airlines , Brahim ’ s continues to introduce the world to the rich flavours of Malaysian cuisine . Brahim ’ s
Dewina Group of Companies exemplifies the perfect blend of tradition , innovation , and halal integrity .
With its unwavering commitment to quality and its forward-looking approach to product development , Brahim ’ s is poised to continue leading the global halal RTE market , setting new standards and opening new markets for halal products worldwide . –